April 25 – The new top tier women’s league in the US, the USL Super League, is changing its name after just a season, having sold its naming rights to financial services firm Gainbridge in a multi-year partnership.
The Gainbridge Super League will start debut its new name at the start of the 2025/26 season.
“This is a landmark moment for professional soccer,” said Amanda Vandervort, president of the USL Super League.
“Gainbridge’s belief and investment in what we’re building demonstrates a long-term commitment to the success of professional women’s soccer and will help elevate our league, clubs, players, and communities by driving resources, expanding visibility, and creating lasting opportunities for growth. This partnership reinforces that women’s sports are thriving and deserve investment at the highest level.”
It is the first ever naming rights deal completed with a professional soccer league in the US. While no value has been given for the deal reports are that it is in the low millions.
Gainbridge will have brand presence across social, digital, broadcast, in-stadium, and on kits for the 2025/26 season. It will also expand its presence across the USL as the Official Annuity Partner of its leagues and its USL Super League clubs.
“Our mission at Group 1001 is to transform communities through sports and education,” said Dan Towriss, President and CEO of Group 1001. “Supporting women’s sports and partnering with the USL aligns with our company’s mission and values, prioritizing inclusivity, empowerment, and community. With partnerships spanning the WNBA, professional tennis, the LPGA, and now the Gainbridge Super League, more than 40% of our sponsorship dollars are dedicated to accelerating the growth of women’s sports.”
The inaugural 2024/25 season features eight teams and is now getting closing in of the play-off stages. Next season it is expected to add at least one new franchise.
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